AdCenter targets pitches based on demographics; due in U.S. this fall.

Microsoft has launched of its new paid-search service for MSN in France, saying the program will let advertisers target their audience more precisely through direct and display ads.

The software giant first rolled out its new paid-search service for MSN in Singapore in August. The ads can be customized based on parameters such as time, location, age, and gender.

Options Abound

First announced in March, adCenter has been running since August 31 in Singapore, according to Microsoft. Trials in the U.S. are scheduled to begin in October. AdCenter can generate a profile of customers who are most likely to look for certain keywords while also suggesting ones based on the content of the advertiser's Web site, Microsoft said. Through the "campaign optimization" feature, advertisers can also change their budgets and keywords in addition to applying geographic and demographic filters.

A cost feature estimates the rank and traffic per month per keyword, according to Microsoft. Advertisers who use the system will also receive reports on its ads, including click-through rates, the company said.